When making your segmentation , keep in mind the different combinations that can be established from these 4 factors :
Buyer persona . Obviously, this is a basic question: who are you targeting? Imagine that your company sells a software product in a B2B environment. You may have three different profiles from the same company in your database, all with decision-making power in the purchasing process of your product: a senior executive, a financial director, and a technical department manager. In other words, three different buyer personas , even if they belong to the same company. Adapt your lead nurturing campaign to each of them. One may be more interested in the practical functionalities of your software, another in the ROI and economic aspects, and the last in the complexity of the technical integration. It is true that they are part of the same company, but they would be in different segments (and therefore, in different campaigns) in your lead nurturing strategy.
Stage in the buying process . This is what we know in inbound marketing as the buyer 's journey , which can be divided into 3 stages: exploration, consideration and decision. At what point is the contact in that process? Perhaps they have identified a problem or an opportunity, but are still trying to see where they are (exploration). It could be that they have taken a step further and are already comparing different types of solutions for that problem (consideration). Or it is possible that they already have a clear idea of what they want and are looking for a specific provider (decision). Each stage requires different messages and content. It is not good to put too much pressure on someone who is not yet ready to buy, in the same way that it does not make sense to offer too much generic information to someone who already knows what they need and who only has to decide who they are going to buy it from.
Contact lifecycle . Addressing a lead who barely croatian email list knows your company and for whom you have almost no references is not the same as addressing a client with whom you work (or have worked) for months. Even if they fit the same buyer persona and are at the same point in the buyer's journey, they may require a different lead nurturing strategy.
Previous actions of the contact . This is another of the most common segmentation criteria. For example, a classic strategy is to develop a lead nurturing campaign based on a specific action: what has that user downloaded
from your website? What pages have they visited? In the case of lead nurturing, it is closely related to so-called behavioral emails, those emails based on the behavior and interactions of contacts with your brand. Think about the next logical steps, what could catch their attention based on the content they have already shown interest in.
At this point you already have a goal and you have already selected a user segment for your lead nurturing campaign. The next step would be to draft the entire process .
